This paper examines the determinants of individuals’ awareness of EU Energy Labels and the extent to which these labels influence their purchase decisions for electric appliances. The analysis is based on Eurobarometer survey data from 27,438 individuals across 28 EU Member States in 2019....

Most social media users have encountered harassment online, but there is scarce evidence of how this type of toxic content impacts engagement. In a pre-registered browser extension field experiment, we randomly hid toxic content for six weeks on Facebook, Twitter, and YouTube. Lowering exposure...

Purpose This study proposes a hierarchic segmentation that develops a tree-based classification model and classifies the cases into groups. This allows for the definition of e-commerce user profiles for each of the groups. Additionally, it facilitates the development of actions to improve the...

Purpose This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2) identifies the countries generating the most social...

Purpose This study analyzes what type of influencer - microcelebrity or microinfluencer - is best suited to promoting healthy food brands and how that influence depends on consumers' healthy lifestyles. Design/methodology/approach An empirical study with a real healthy food brand was developed...

Purpose Traditional payment systems based on cash and bank cards are being replaced by new innovative formats. This research analyzes the success factors in the adoption by customers of Bizum, a peer-to-peer (P2P) mobile payment system widely used in Spain. This study proposes a theoretical...